Etsy Redesign
Etsy is a digital marketplace designed for creative entrepreneurs to sell handmade goods, vintage items, and craft supplies. As a platform, it offers intuitive tools for sellers to manage their shops, handle transactions, and reach a global audience.
I explored Etsy’s checkout experience as a design challenge, focusing on how the platform serves both independent sellers and buyers seeking unique, often personalized products. My goal was to identify opportunities to streamline the multi-seller checkout flow while preserving transparency around shipping and seller-specific details.
The information in this case study is my own and does not reflect the views of Etsy. For more info go to Etsy.com
Details
1. Streamlined payments
In the original experience, users were required to confirm their payment method before seeing the order summary, which added an unnecessary step. In my redesign, I consolidated key information—item details, shipping address, and payment method—into a single, reviewable screen. This reduces cognitive load and allows users to confirm and place their order with fewer steps, improving speed and clarity.
2. E-Commerce patterns
The default flow over-emphasized choosing a payment method, even though most users rely on saved cards. I redesigned this interaction to automatically surface the default payment method and billing address within the order summary, allowing users to make changes only if needed. This aligns the experience with typical user behavior and removes friction from the process.
3. Informational Hierarchy
The revised layout presents information in a clear, digestible order: product, cost breakdown, shipping, and payment—all on one screen. I introduced visual cues like card components and clear labels to help users quickly scan and confirm details. The bright, high-contrast call-to-action button anchors the page and guides users to complete their purchase confidently.
4. Preview of item details
I added a visual preview of the items being purchased directly within the checkout screen to help users feel confident before placing their order. Seeing the product image, seller name, item details, and estimated delivery date upfront reduces uncertainty and helps users quickly verify that everything looks correct—especially important in a marketplace where purchases often feel more personal and unique.